Kabelo Ncholo is the founder and CEO of Y-Brand, an award-winning marketing agency. His journey of rising from humble beginnings to becoming a prominent figure in Africa’s marketing industry demonstrates resilience, innovation and unwavering dedication. He’s also a public speaker specialising on topics such as personal development, entrepreneurship and marketing strategy.
1.Tell me a bit about your background
I come from a disadvantaged family and was raised by my late-great grandmother Mosela Magdaline Ncholo in Bapong, a village in the North West Province. My mother worked as a domestic worker. We didn’t have much, but my grandmother did everything she could to protect me and my siblings from experiencing the true essence of poverty.
2. How and why did you start Y-Brand?
As a 19-year-old, I relocated to Johannesburg to study medicine at Wits University, I withdrew from pursuing medical studies receiving a diagnosis of hemophobia (an intense and irrational fear of blood) and subsequently resumed my employment as a waiter.
I had no business background and had to fend for myself in Johannesburg. Anything that gave me money to send home and pay rent got my attention. My motivation for starting my business, like that of many other entrepreneurs, was not a perfect picture. I call it flying the plane while building it.
I had no idea that the business I founded with a R350 tip I received while working as a waiter would transform my life and the lives of others, generating R100 million in revenue annually. Today, the business is one of the key players in the marketing industry in Africa with six offices; four in South Africa, Johannesburg (Head Office), Cape Town, Durban and East London, one in Namibia and one in Zambia.
3. What have been some of your greatest successes?
The most significant milestone for Y-Brand was reaching the 20-year milestone in 2024. This achievement supports our vision statement to exist for over 100 years. Our second greatest milestone is transforming people’s lives. The company has over 300 full-time employees, and at the busiest times of the year, our Activation and Field Sales Department employs over 1000 seasonal employees, who are still studying. Y-Brand has created job opportunities and prioritised skills development for students and professionals.
The third major milestone is Y-Brand and me winning numerous awards, including, the Employer of Choice Award: Small to Medium SMMEs through Topco Media. I was also named Top Media’s 2024 Entrepreneur of the Year.
Our corporate social investment (CSI) arm, called Y-Brand Cares, contributes 1% of its revenue to communities and provides bursaries for marketing and communications courses. We are currently sponsoring six students and they will work with us once qualified. Y-Brand Cares together with some of our clients has delivered CSI worth over a couple of million Rand through various initiatives, including donating food parcels to schools and children’s homes.
4. What is the secret of your success?
A business will always remain open if its customers are satisfied. Our clients are everything to us. They gave us the opportunity to grow and become who we are today. We’ve established an operating rhythm to maintain performance to satisfy them.
Consequently, the business formulates and executes strategies to enhance employee retention, thereby cultivating a more productive workforce to maintain our clients.
5.What have been some of your greatest challenges?
Business, challenges and failures are siblings. I’ve lost count of my failures and challenges – from the struggle of raising capital to meet operational expenses, to building a competent team, to managing growth. However, being a source of hope to people is rewarding; giving one’s life meaning and purpose.
6. What are your views on transformation in South Africa?
Despite its slow pace, the Marketing, Advertising, and Communication (MAC) Sector has made significant progress in the last five years. The revised MAC Code, which includes significant changes aimed at increasing industry inclusivity and empowerment is a notable advancement. One of its key provisions is a 10-15% increase in ownership goals. This change is consistent with the Broad-Based Black Economic Empowerment (B-BBEE) policy objectives, particularly the importance of encouraging meaningful participation of Black people in the economy as owners of the MAC Sector rather than just consumers.
The goal of achieving 10 to 15% Black ownership in the sector 30 years into democracy demonstrates how slow our economic transformation is. The success of Black entrepreneurs in South Africa is, and will continue to be, one of the most important means of moving this country and continent forward in terms of job creation, economic involvement, and redressing the past’s injustices. Sustainability of Black-owned businesses is critical to the health and stability of the African economy.
7. Can you share tips for entrepreneurs planning to enter the marketing industry?
Our industry is very competitive and as a start-up, you’re going to fail. At times, you’ll doubt yourself, but don’t give-up. Your business will one day exceed your expectations. Maintain focus and develop resilience.
8.What has been the response to your book, “How I Made My Dream Life with Only R350?”
The book has been well received, selling around 20 000 copies since launching in April 2021.
9. What are your future plans?
Our Kenyan and Nigerian launches are at an advanced stage. The thought of Y-Brand Africa with operations in South Africa, Namibia, Zambia, Kenya and Nigeria is so exciting.